Aligarh: Dr. Mohammed Naved Khan, Associate Professor and Mr. Mohd. Adil, Research Scholar, Department of Business Administration, Aligarh Muslim University presented papers at the three-day International Marketing Conference (MARCON 12) organized by Indian Institute of Management (IIM), Calcutta in collaboration with Georgia Institute of Technology, Atlanta, USA, and Center for International Business Education and Research, USA. The conference was organized on “Sustainability and Marketing to Socially-Connected Consumers”.
The researchers through their paper, “Moderating Effect of Customer Complaints on Perceived Service Quality and Customer Loyalty: Evidences from Rural Banks in India”, proposed a comprehensive model that explores the moderating effect of customer complaints on perception of service quality and ultimately customer loyalty. Their findings illustrated that even rural consumers in India are increasingly becoming service-quality conscious and banks needed to provide them avenues to register their grievances if they wished to enhance customer loyalty.