A study on customer satisfaction wrt customer value delivery by financial service companies in Nagpur

Abstract This research will support the position of prominent marketing scholars, holding that defining and delivery of superior customer value is the central task of marketing-oriented managers in market-oriented firms and is an important and developing dimension of contemporary marketing practice. Despite this agreement, the current state of knowledge does not provide a sound basis to progress current theory, as value-creating processes are not well defined. Thus, despite increasing attention directed at this crucial aspect of marketing activity, the customer value construct remains poorly defined and poorly understood, likewise the processes involved in creating and delivering customer value. This study therefore will focus on providing more detailed understanding about value creating processes, particularly in terms of how these processes are affected by the firm's capabilities and assets.