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Operations Management Dissertations

S/M/478. Master's Dissertation. Critical Investigation of Financial Advisor Services: How does Service Quality Impacts on Customer Loyalty?

WORDS:

21200

DATE:

2009

PRICE:

219.99 GBP

The dissertation addresses the issues of relationship marketing looking at the quality of financial services and investigating it from the customer perspective. Literature is reviewed on the theory of service relationship marketing, financial advice, principles of business advertising, features and role of service quality, approaches to customer satisfaction, customer loyalty, etc. Various frameworks of service quality are detailed. A study of customer perceptions and evaluations of financial advisor service is conducted seeking to establish the service features that enhance customer loyalty. The methods of secondary research are combined with primary research of the questionnaire-based data. Conclusions are made about the aspects of financial service advisors that have positive effects on customer loyalty. Recommendations are suggested about further avenues of research into the relationship between financial service quality and customer loyalty.

KEYWORDS: Masters Dissertation, service quality, financial advisor, customer satisfaction, cust,