IMPACT OF TRAINING AND DEVELOPMENT PRACTICES ON EMPLOYEES JOB SATISFACTION AT PAKISTAN INTERNATIONAL AIRLINE

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Volume 11 Issue 1 2015

Author(s):

Dr. Rafique A Khan
Assistant Professor Department of Management Science Bahira University Karachi, Pakistan.
rak@bimcs.edu.pk

Ms.Ayesha Arif
MBA Student Bahira University Karachi, Pakistan.
ayesha.arif269@gmail.com

Mr.Asif Rehman
Assistant Professor Department of Management Science Bahira University Karachi, Pakistan.
rehman.asif@gmail.com

Abstract This paper has drawn attention to study customer-based brand equity in the service sector especially in the banking sector of Pakistan. The rationale of this study is to explore any relationship between different dimensions of CBBE and customer retention. This study has been conducted in Lahore. A convenience sample of 300 respondents has been used for data collection. The results have been established by using quantitative and qualitative techniques. The survey method was adopted to collect quantitative data through questionnaires and interviews have been conducted to collect the qualitative data through audio-recorded interviews. SPSS has been utilized for quantitative data analysis and NVivo 10 has been used for qualitative data analysis. The study found that perceived quality and organizational association have a significant positive relationship with customer retention. Further, this study has determined the difference in CBBE among foreign, private, and government banks and found the CBBE is highest in foreign banks. The findings of the study are beneficial for the Government, Private, and Foreign Banks to retain their customers through consumer-based brand equity.
Keywords Perceived Quality, Brand Image, Brand Association, Brand loyalty and Customer Retention.
Year 2015
Volume 11
Issue 1
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification -
DOI http://dx.doi.org/10.46745/ilma.jbs.2015.11.01.11
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/11.1/11.%20Impact%20of%20Training%20and%20Development%20practices%20on%20Employees%20Job%20satisfaction%20at%20Pakistan%20International%20Airline.pdf
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