Review of literature Kim, Park and Jeong (2004) customer satisfaction is customers reaction to the state of satisfaction, and

customers judgment of satisfaction level. Eshghi, Haughton and Topi, 2007) Customer satisfaction makes the customers loyal to one telecommunication service provider. Previous researchers have found that satisfaction of the customers can help the brands to build long and profitable relationships with their customers. Gustafsson, Johnson and Roos, 2005) A firm should concentrate on the improvement of service quality and charge appropriate fair price in order to satisfy their customers which would ultimately help the firm to retain its customers. Turel et al. 2006)It is a common phenomenon that the services a brand offers and the price it charges actually determine the level of satisfaction among its customers, than any other measure. Soderlund and Rosengren, 2008) The friendly attitude and courteous behavior of the service workers at service firms leaves a positive impression on the customer which lead towards customer satisfaction. Yavas et al. 2004; Babakus et al. (2004)A close examination of the related literature existed in service marketing points out that the causal order of the quality of service and customer satisfaction has been considered as a source of debate Zeithml, (2002).Value may be conceptualized as arising from both quality and price or from what one gets and what one gives. Shastri (2001) analyzed the effect and challenges of new technology on banks. He found that technology has brought a sea change in the functioning of banks and use of ATMs has increased with the passage of time Bei and Chiao (2006) found the consequence of perceived service quality on loyalty and satisfaction between the Taiwanese bank customers. Al-Hawari and Ward (2006) on banking sector and argued that the positive effects exerted by e-service quality on customers satisfaction while these effects increase the banks benefits. Kansal and Singh (2007) studied on customers orientations towards banking services in urban areas of Punjab particularly the innovative services to the customers of some private banks viz, HDFC bank, ICICI bank and Bank of Punjab. They observed that the most of the services offered by private banks have remained unutilized by the urban customers. Jamal and Naser (2002) found that relational and core features of banks quality of service appeared to be linked to customer satisfaction.

Mobarek (2007) found it difficult to compete on price and need to look at other ways to retain customers. Jham and Khan (2008) studied the customer's satisfaction in the Indian banking sector and inferred that the satisfaction of customers with the services of Indian banks is linked with the performance of banks. Selvaraj (2006) studied the customer's perception towards utilization of ATM and offered some suggestions for increasing the level of satisfaction of the services of ATM users. Clancy (2010) in his observation reported that the big high street banks in the UK continue to fall short of customers' expectations as smaller banks make for happier banking. Nyangosi et al. (2009) collected customers' opinions regarding the importance of e-Banking and the adoption levels of different e-Banking technologies in India and Kenya. The study highlighted the trends of e-banking indicators in both countries. The overall result indicates that customers in both countries have developed a positive attitude and they give much importance to the emergence of e-banking. Ndukwe (2004) posited that in todays world, modern digital telecommunications networks are as necessary to economic growth and to attracting foreign investment as are programs dedicated to promoting healthcare, electricity, transportation and agriculture. Sridhar and Sridhar (2005) warned that telecommunication infrastructure is also a little different from other infrastructure, as a determinant of economic growth because of the existence of network externalities, a phenomenon that increases the value of a service with increase in the number of users. Gupta, (2000) submitted an estimate that one percent growth in telecommunication services generates three percent growth in the economy Payne and Holt (2001) dealt in to diagnosing customer value: integrating value process and relationship marketing .There they have argued that value creation was a dynamic element to existing value concept. Value creation shall be looked over a time on multiple transactions. Creation of mutual value will become focus of both customer and the firm, value is jointly shared among all the parties involved on relationship. Corbitt, Thanasankit, and Yi (2003) have investigated the effect of trust on customer loyalty in telecommunication sector and found trust has a strong effect on customer loyalty. Hackl , Scharitzer and Zuba (2000) had substantiated the point by adding that customer satisfaction is a prerequisite of customer retention and loyalty. Sureshchandar, Rajendran , and Anantharaman(2003) have identified five factors of service quality from the customers perspective. Those are: a) Core service or service product, b) Human

element of service delivery, c) Systematization of service delivery: non- human element, d)Tangibles of service, and e) Social responsibility. Bitner & Zeithaml (2003) stated that satisfaction is the customers evaluation of a product or service in terms of whether that product or service has met their needs and expectations. Boselie, Hesselink, and Wiele (2002) satisfaction is a positive, affective state resulting from the appraisal of all aspects of a partys working relationship with another. Sureshchandar et al, (2003) identified that strong relationships exist between service quality and customer satisfaction while emphasizing that these two are conceptually distinct constructs from the customers point of view. Sergeant (2000), the benefits of E-banking are manifold and are to be seen from the point view of the banks themselves, customers and even the regulators. Al-Abed (2003) is an umbrella term for the process by which a customer may perform banking transactions electronically without visiting a brick and-mortar institution. Lustsik (2004) describes electronic banking as a variety of the following platforms: Internet banking, telephone banking, TV-based banking, mobile phone banking, and PC banking. Harwood, (2002) Todays consumers have more choices for their financial needs than ever before. Technology, globalization, increased competition and increased consumer mobility have dramatically changed the way people bank. Curasi and Kennedy, (2002) Even with relatively low levels of satisfaction, the customer continues to patronize the service provider because repurchasing is easier and more cost effective than searching for a new provider or sampling the services of an unknown provider. Johnson et al., (2000) The tireless pursuit of improvement would not only increase efficiency but also increase customer satisfaction in the process, saving enough on costs and bringing in enough new and repeat business to more than cover any expenditures quality. David, (2006) Customer feedback or measurements of customer satisfaction can help identify atrisk customers, employees and partners before they are lost. Customer satisfaction measurements can also provide valuable insights into new products or services your customers want, putting ones company ahead of the competition. Cacippo, (2000)The companies who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits. Jham and Khan, (2008) It has been a growing trend today, for banks to move away from a transactional based marketing approach to a relationship-based approach that has its core the recognition of the lifetime value of the customer.

(Fornell et al., 20006) Customer satisfaction, as suggested by empirical evidences, tends to improve repeat business, usage levels, future revenues, positive word of mouth, reservation prices, market share, productivity, cross-buying, cost competitiveness, and long-term growth and if it tends to reduce customer complaints, transaction costs, defective goods, price elasticity, warranty costs, field service costs, customer defection, and employee turnover, it seems logical to expect that these effects will eventually affect stock prices and company valuations. Nadiri, et al (2009) Increase in service quality of the banks can satisfy and develop attitudinal loyalty which ultimately retains valued customers. Che-Ha and Hashim, 2007; Reynolds, 2007) A brand perception is also one of the important aspects of in banking sector. Perceived brand reputation in banking sector refers to the banks reputation and expiating place of bank in the banking industry. Buhalis (2000) partnership between the public and private sector, co-operation between all local suppliers and use of new technologies and the Internet are among the key success factors of a tourism destination. Gursoy and Jurowski (2002) found that local, heavy users of the area had negative perceptions of tourisms benefits and were not likely to support tourism development. CNPA, (2005) Tourism that takes account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities. Hunter, (2003) although tourism carrying capacity is a useful concept to help us understand sustainable tourism theoretically, its practical application as a management tool is very limited. Hunter, C. (2003). Personal Communication on Sustainable tourism course Unpublished. Stoeckl et al. (2004) suggest one cant measure sustainability; therefore indicators can only provide an indication of change and will only ever be partial. Rao and Das (2002) noted that in the tourism industry because of specific nature of its product, customer satisfaction is highly dependent on employee relationship with the customers as well as many other aspects. Hjalager, 2001) Quality in the tourism industry is a global concept difficult to define. It has been applied to tourist destinations, regions or nations, as well as individual enterprises, such as hotels, restaurants, travel agencies, etc Wickham (2006, 192), the entrepreneurial success can be understood from two interacting aspects: peoples expectations from the organization and the performance of the organization. Zeithaml, Bitner & Gremler (2006, 457) declare that there are two ways for achieving this adjustment. First, shift demand to match capacity. Second, adjust capacity to fulfill demand.

(Schiffman & Kanuk, 2009) The quality of the food is the essential motivation for customer visit the restaurant the atmosphere and price of the restaurant do not have a significant effect on customer satisfaction. James F Devlin (2000) studied as to how attempts can be made to add value when offering services exhibiting increased complexity, intangibility and impalpability in the eyes of most consumers. It was found that the features and quality of the core service provided are judged by managers to be more important in adding value to more complex services; as are organizational factors such as image and reputation. In addition, price i:j perceived to be significantly more important in adding value to more simple, rather than complex, offerings. Achim Machauer and Sebastian Morgner (2001) studied the use of segmentation by demographic factors in bank marketing and found that the correlation of such factors with the needs of customers is often weak. Finding is that segmentation by expected benefits and attitudes could enhance a bank's ability to address the conflict between individual service and cost-saving standardization. Dwayne Gremler, Kevin Gwinner and Stephen Brown (2001), using the four dimensions of interpersonal. bonds viz., trust, care, rapport, and familiarity, found that as a customer's trust increases in a specific employee or employees, positive word of mouth (WOM) cotnrnunical.ion about the organization also increases. Such a trust is a consequence of three other interpersonal relationship dimensions: a personal connection between employees and customers, care displayed by employees, and employee familiarity with customers. Wilson et al., (2008, p. 79) Customer satisfaction has been a subject of great interest to organizations and researchers alike. The principal objective of organizations is to maximize profits and to minimize cost. Profit maximization can be achieved through increase in sales with lesser costs. One of the factors that can help to increase sales is customer satisfaction, because satisfaction leads to customer loyalty and repeat purchase. David Armano, (2009) Customers became very vital in business during the marketing era of the 1950s when companies could produce what they can sell and not just selling what they can produce as it was during the production era. Since the beginning of the consumption era in marketing, the focus on customers/consumers has increased more as the consumption era also shifts to post-consumption; where organizations are obliged to render more services in addition to what they provide as offers to their customers. Wicks & Roethlein, (2009, p.83) an organization that consistently satisfies its customers, enjoy higher retention levels and greater profitability due to increase customer loyalty (Kotler & Keller, 2009, p. 789)When a consumer/customer is contented with either the product or services it is termed satisfaction. Satisfaction can also be a persons feelings of pleasure or disappointment that results from comparing a products perceived performance or outcome with their expectations.

Giese & Cote, 2000, p. 15) Customer satisfaction is identified by a response (cognitive or affective) that pertains to a particular focus (i.e. a purchase experience and/or the associated product) and occurs at a certain time (i.e. post-purchase, post-consumption). (Sureshchander et al., 2002, p. 364)That consumers level of satisfaction is determined by his or her cumulative experience at the point of contact with the supplier. Sureshchandar G.S., Rajendran C, & Anantharaman R.N. (2002) the relationship between service quality and customer satisfaction a factor specific approach, Journal of Services Marketing, 16(4), 363 379. Wilson et al. 2006, (27) Essential to assess and improve service delivery and design, because it will provide management with data that they can use in making inferences about the customers. Wilson, 2008, p. (78) Service quality is a focused evaluation that reflects the customers perception of reliability, assurance, responsiveness, empathy and tangibility while satisfaction is more inclusive and it is influenced by perceptions of service quality, product quality and price, also situational factors and personal factors. Su et al., 2002, p. 372) Service quality is more abstract because it may be affected by perceptions of value or by the experiences of others that may not be so good, than customer satisfaction which reflects the customers feelings about many encounters and experiences with service firm. Bennett & Barkensjo, (2005, p) 101 Relationship quality and actual service quality induced beneficiaries to want to recommend a charity to other people and to engage in positive word-ofmouth. Gera, 2011, p. (2-20) Customer satisfaction and service quality are important variables in business research on customers, investigated the link between service quality, value, satisfaction and behavioral intentions in a public sector bank in India and one of their results states that Service quality was found to significantly impact on customer satisfaction and value perceptions. Zeithaml, 2000, Keiningham, et al 2007) The customers who are loyal reported to produce higher retention rates, tend to commit a higher contribution of their category spending for the firm, and are more likely to pursue others to be a part of customers of the firm. Keiningham T. L., Cooil, B., Aksoy, L., Andreassen Tor W., Weiner, J. (2007). The value of different customer satisfaction and loyalty metrics in predicting customer retention, recommendation, and share-of-wallet. Managing Service Quality, 17, 4, 361-384. Chau & Kao, 2009) Customers satisfaction and service quality are interlinked and these create value for customer and help him to make decision whether the service justifies the cost of the service. All elements of customer satisfaction have direct bearing on customers satisfaction and value of service.

Kim et al. 2004) found that call quality, value added services and customer support play a significant role in building customer satisfaction for cellular service subscribers and they tend to keep using current service as the level of the customer satisfaction is high that leads to customer loyalty. Baumann et al.( 2006) found that affective attitude, empathy and customer satisfaction leads the customers towards further recommendation to other users. Responsiveness leads to short term retention while affective attitude and empathy has long term impact on customers satisfaction and retention. Cavana et al. (2007) found that assurance, responsiveness, empathy have strong relation with service quality, similarly, but reliability and convenience were found to be relevant but not highly significant. Omachonu et al. (2008) also found that perceived service quality was positively related to customers satisfaction in short terms, but expected quality was positively related in both short and long terms. (Baumann et al. 2006) found that affective attitude, empathy and customer satisfaction leads the customers towards further recommendation to other users. Responsiveness leads to short term retention while affective attitude and empathy has long term impact on customers satisfaction and retention. Chen (2008) says that perceived value of service and satisfaction with the service has significant positive effect on behavioral intentions of usage in future. Akbar & Parvez (2009) found that there is positive relation between customer satisfaction and loyalty of customer and leading to more favorable disposition of commitment to re-patronize. They also found that Customer satisfaction bridges between service quality and loyalty of customer. Mcdougall & Levesque (2000) found that there is a direct link between customer satisfaction and customer retention. Service quality can affect customers intentions of usage through customers satisfaction. Henkel et al. (2006) found satisfied customers of telecom sector have high extent of usage and intentions to repurchase in future. Lai (2004) in his research in Singapore found that there is positive relationship between customer satisfaction and intentions of usage (retention). Colwell et al. (2009) and Yang and Choi (2009) concluded that employee empowerment can contribute a lot towards business growth and development. Business growth is largely dependent upon customer satisfaction and customer satisfaction is one of the end products of employee empowerment.

Schiffman and Kanuk, (2005) Customer satisfaction is customer perception regarding a particular service according to his / her already set expectations.
Karatepe et al., 2005) Service quality has emerged as a critical success factor towards growth and survival of service firms. High service quality to customer offers a firm to differentiate themselves in competitive markets. Zeithaml & Bitner, (2000) Perception of quality with respect to a service is difficult to frame due to intangibility and heterogeneity associated with the same. Perceived service quality has been considered as an attitude towards interpreting superiority of the service. Doran (2002), it is imperative that we seek to examine commonly accepted, western-based marketing theory in the context of different countries to see whether such concepts explain the same phenomena in consumers from different countries.

Nitecki et al. (2000) dened service quality in terms of meeting or exceeding customer expectations, or as the difference between customer perceptions and expectations of service. Sureshchan- dar et al. (2002) identied ve factors of service quality, which were core service or service product, human element of service delivery, systematization of service delivery, tangibles of service, and social responsibility. Kim, Park and Jeong (2004) customer satisfaction is customers reaction to the state of satisfaction, and customers judgment of satisfaction level. Gustafsson, Johnson and Roos, (2005) Firm should concentrate on the improvement of service quality and charge appropriate fair price in order to satisfy their customers which would ultimately help the firm to retain its customers. Russell-Bennett, McColl- Kennedy and Coote, (2007)Customers involvement is also important as when buyer consider the product important and invests time to seek information then it ultimately enhances the satisfaction level. Anderson, Fornell, and Mazvancheryl, (2004) Business is likely to lose market share, customers and investors if it fails to satisfy customers as effectively and efficiently as its competitors is doing. Kim, Park and Jeong, (2004) Customer service is a system of activities that comprises customer support systems, complaint processing, speed of complaint processing, ease of reporting complaint and friendliness when reporting complaint. Kim, M.K., Park, M.C., and Jeong, D.H. (2004) The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services, Electronics and Telecommunications Research Institute, School of Business, Information and Communications University, Yusong-gu, Hwaam-dong, Taejon 305-348, South Korea.

Kuo, Wu and Deng, (2009) Customer services are the opportunities for telecom service providers that are added to mobile network other than voice services in which contents are either self produced by service provider or provided through strategic compliance with service provider. Ahn, Han and Lee (2006) shows that when the customers, do not get their complaints considered properly, they start looking for other brands. Ahn, Han and Lee, (2006) Telecom service providers take considerably longer time to resolve the problems like network coverage or call quality, the customers do not wait for long and hence they lose satisfaction with that particular brand. Kim, Park and Jeong (2004) argued that service provider should provide customer oriented services in order to heighten up customer satisfaction. Ahn, Han and Lee, (2006) The customers get satisfied to a brand more if they get all the needed services accumulated in that very brand. Kotler and Armstrong (2010) price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service. Herrmann et al.(2007), it was concluded that customer satisfaction is directly influenced by price perceptions while indirectly through the perception of price fairness. Lommeruda and Srgard (2003), telecommunication services are like undifferentiated products therefore, customers are not price sensitive all the times and sometimes brand loyalty takes part in brand preferences. This is the reason; some consumers are retained with old monopolists. Gallagher et al., (2005),The after-sales service constitutes a means to uncover customer needs and a strategic driver for customer retention. It represents, in fact, one of the few constant connections that customers have with a brand (Oliva and Kallenberg, 2003).The term after-sales services has been approached in the literature under two broad perspectives. When referring to service providing companies, aftersales services are being treated as one among several supplementary service elements provided by them. Oliva and Kallenberg (2003), under which both the tangible as well as the intangible part of the offering are treated to their full potential. Vitasek, (2005) after-sales services has been used the most, to describe services that are provided to the customer after the products have been delivered. Gupta and Lehmann, 2007). Marketing management focuses on lifetime value of a customer and maintaining long-term relationships with customers

Chien, (2005). Free basic after-sales service, also plays an important role in attracting more customer attention in a market with severe brand competition. Alexander et al., (2002) That returning customers are the most profitable ones, as they require less marketing effort and relationship building, after-sales service acquires a critical role as a means to achieve customer satisfaction and retention.
Brink and Berndt (2008).Customer satisfaction is the customers feeling that a product/service has met or exceeded his/her expectations. Organizations that have a reputation for delivering customer satisfaction do things differently from their competitors. (Brink and Berndt, 2008) Service quality can be defined as the ability of an organisation to determine customer expectations correctly and to deliver the service at a quality level that will at least equal customers expectations. (Oladele, 2008)This knowledge has not only shaped their service expectation, it has also exposed most organizations to see customer service as an important competitive tool by means of which to distinguish their product(s) from competitors offerings, thereby successfully differentiating their sales efforts to ensure customer satisfaction. Oladele, Asaolu, Toriola, Arogbonlo and Moselakgomo (2007), service quality level represents the level of customer satisfaction. They were of the opinion that when the service quality is poor, for instance, the customers are not expected to be satisfied; therefore the two concepts are the same. Nwachukwu & Ejifor (2003) established that the quality of service determines whether the customer will be happy or not. They stated further that organizations might find it difficult to delight their customers if the quality of service is poor and continuously improved upon as customers these days are now becoming more demanding, while their service expectations keep expanding. Kotler, Armstrong, Saunders and Wong (2002) define service as any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything. Hoffman and Bateson,( 2002) the relationship between customer satisfaction and service quality and the way these two concepts relate to repeat purchase behavior intentions remains largely unexplained. Adigun (2004) maintains that evaluation of service quality is usually done by asking customers to rate the service enjoyed and the rating determines the level of service quality. Cronin, Brady, Hult and Tornas (2000) on the effects of quality value and customer satisfaction on consumer behavioral intentions indicate that, both service quality and service value lead to satisfaction and these constructs should be measured simultaneously and not in isolation.